Dileep Kumar
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MUMBAI: Disney UTV’s Hindi action movie channel UTV Action is all set to air TV series for the first time as part of its content diversification strategy.
The channel, which showcases action from Hollywood, Bollywood and regional movies, will air American television series ‘NCIS: Los Angeles’ and reality game show ‘Fear Factor’.
To be aired in May, both the shows will be dubbed in Hindi like the Hollywood action movies that are aired on the channel.
“We are bringing TV series to the channel in May. We are starting with two series ‘NCIS: Los Angeles’ and ‘Fear Factor’. Both of them have been dubbed for our Hindi-speaking consumers,” Disney India Media Networks VP and head of content and communication Vijay Subramaniam told TelevisionPost.c om.
“We are diversifying the promise of action. We want to make UTV Action the go-to destination for action fans so that they are being served all dimensions of action content,” he added.
Without revealing much, Subramaniam said that the channel is looking at another series in addition to ‘NCIS: Los Angeles’ and ‘Fear Factor’.
The campaign for the shows will launch during the month-long ‘Actionzaade’ festival as part of which it will air movies from the Marvel franchise. The ‘Actionzaade’ initiative, which kicks off on 3 April, will be used as a build-up to the theatrical release of Hollywood movie ‘Avengers: Age of Ultron’ on 24 April.
“Once the ‘Actionzaade’ ends, we will be using the high-octane Marvel flicks to launch these new offerings,” Subramaniam added.
As part of the ‘Actionzaade’ film festival, UTV Action will showcase ‘Ghost Rider’ 1 and 2 on 3 and 4 April.
Subsequently, it will air ‘Iron Man 2′ on 10 April, ‘Thor’ on 11 April, ‘Iron Man 3′ on 17 April and ‘Captain America: The First Avenger’ on 18 April.
“This will set the stage for a power-packed April leading all the way to the release of ‘Avengers: Age of Ultron’, which is being released on 24 April in cinemas,” said Subramaniam.
He also stated that in the week leading up to the release, the channel would air these movies at 6 and 9 pm from Monday to Thursday.
On 23 April, the channel will air ‘Iron Man’ and ‘Captain America: Winter Soldier'; on 24 April it will air ‘Iron Man 2′ and ‘Avengers’. These will be followed by ‘Iron Man 3′ and ‘Thor’ on 26 April.
“We have dubbed these movies in Hindi. What brings our consumers closer to connecting with these movies and superheroes is that we dub them very well. We make sure that the essence of the movie gets translated very well. It’s a top-draw presentation,” Subramaniam claimed.
The channel is promoting ‘Actionzaade’ through a mix of on-air consumer engagement, trade promotions and in-cinema advertising through movies like ‘Gabbar’ and ‘Fast and Furious 7′.
According to Subramaniam, there is a great synergy between Disney’s international franchises like Marvel and what UTV Action as a channel has to offer to its viewers.
The channel had earlier aired movies from the Star Wars franchise in December–January to familiarise the audiences with the characters by giving it an Indian context.
Subramaniam informed that there would be another Star Wars film festival on the channel later in the year closer towards the festive season.
UTV Action to diversify content offering by airing TV series | TelevisionPost.com
The channel, which showcases action from Hollywood, Bollywood and regional movies, will air American television series ‘NCIS: Los Angeles’ and reality game show ‘Fear Factor’.
To be aired in May, both the shows will be dubbed in Hindi like the Hollywood action movies that are aired on the channel.
“We are bringing TV series to the channel in May. We are starting with two series ‘NCIS: Los Angeles’ and ‘Fear Factor’. Both of them have been dubbed for our Hindi-speaking consumers,” Disney India Media Networks VP and head of content and communication Vijay Subramaniam told TelevisionPost.c om.
“We are diversifying the promise of action. We want to make UTV Action the go-to destination for action fans so that they are being served all dimensions of action content,” he added.
Without revealing much, Subramaniam said that the channel is looking at another series in addition to ‘NCIS: Los Angeles’ and ‘Fear Factor’.
The campaign for the shows will launch during the month-long ‘Actionzaade’ festival as part of which it will air movies from the Marvel franchise. The ‘Actionzaade’ initiative, which kicks off on 3 April, will be used as a build-up to the theatrical release of Hollywood movie ‘Avengers: Age of Ultron’ on 24 April.
“Once the ‘Actionzaade’ ends, we will be using the high-octane Marvel flicks to launch these new offerings,” Subramaniam added.
As part of the ‘Actionzaade’ film festival, UTV Action will showcase ‘Ghost Rider’ 1 and 2 on 3 and 4 April.
Subsequently, it will air ‘Iron Man 2′ on 10 April, ‘Thor’ on 11 April, ‘Iron Man 3′ on 17 April and ‘Captain America: The First Avenger’ on 18 April.
“This will set the stage for a power-packed April leading all the way to the release of ‘Avengers: Age of Ultron’, which is being released on 24 April in cinemas,” said Subramaniam.
He also stated that in the week leading up to the release, the channel would air these movies at 6 and 9 pm from Monday to Thursday.
On 23 April, the channel will air ‘Iron Man’ and ‘Captain America: Winter Soldier'; on 24 April it will air ‘Iron Man 2′ and ‘Avengers’. These will be followed by ‘Iron Man 3′ and ‘Thor’ on 26 April.
“We have dubbed these movies in Hindi. What brings our consumers closer to connecting with these movies and superheroes is that we dub them very well. We make sure that the essence of the movie gets translated very well. It’s a top-draw presentation,” Subramaniam claimed.
The channel is promoting ‘Actionzaade’ through a mix of on-air consumer engagement, trade promotions and in-cinema advertising through movies like ‘Gabbar’ and ‘Fast and Furious 7′.
According to Subramaniam, there is a great synergy between Disney’s international franchises like Marvel and what UTV Action as a channel has to offer to its viewers.
The channel had earlier aired movies from the Star Wars franchise in December–January to familiarise the audiences with the characters by giving it an Indian context.
Subramaniam informed that there would be another Star Wars film festival on the channel later in the year closer towards the festive season.
UTV Action to diversify content offering by airing TV series | TelevisionPost.com
sp UTV Action is all set to air TV series for the first time as part of its content diversification strategy.
